iPhone and iPad Apps Marketing: Secrets to Selling Your iPhone and iPad Apps
Search in google:
The Easy, Complete, Step-by-Step Guide to Marketing Your iPhone/iPad Apps!There are huge profits to be made in selling iPhone and iPad apps! But with more than 180,000 + apps now available, just getting your app into the App Store is no longer enough. You need to market it effectively. Don’t know much about marketing? Don’t worry: This book gives you all the tools you’ll need. Top iPhone and iPad apps marketing consultant Jeffrey Hughes walks you through building a winning marketing plan, positioning highly competitive apps, choosing your message, building buzz, and connecting with people who’ll actually buy your app. With plenty of examples and screen shots, this book makes iPhone and iPad apps marketing easy!You’ll Learn How To Identify your app’s unique value, target audience, and total message Understand the App Store’s dynamics and choose the right strategy to cut through clutter Set the right price for your app Get App Store and third-party reviewers to recommend your apps Write effective press releases for your apps and time your publicity for maximum effectiveness Blog about your app and get the attention of influential bloggers Use Facebook, Twitter, and other social media to generate word-of-mouth buzz Use promotions and cross-marketing, just like professional marketers do Build an audience that will buy your next app, too!
Introduction 1Part I Your Marketing Message 4Part II Delivering Your Message 4Part III Pricing Your iPhone/iPad App 5Part IV Implement a Marketing Plan/Launch Your App 61 Your iPhone and iPad App Marketing Strategy: Grand Slam or Base Hits? 9We've Seen This Movie Before 10The Big Win—Grand Slam 14The Steady Win—Base Hits 17The No Win—Strikeout 19Benefits/Drawbacks of the Big Win and Steady Win Strategies 212 What Makes a Winning iPhone/iPad App? 25Build Something Unique 26Deliver New Features 28Tie Your App into Trends and News 30Tie into Seasons and Holidays 32Tie Your App to Part of a Wider Solution 32Apps Created from Other Platforms 333 Identifying Your App's Unique Value 37The Four Questions 39Who Are Your Competitors? 40What Are the Key Features of Your iPhone/iPad App? 48What Are the Benefits of Your iPhone/iPad App? 49What's Unique about Your App? 494 Identifying Your Target Audience 55Refining Your Audience 57Segmenting Your Market 57Targeting Your Market 635 Building Your App's Total Message 67Choose an Effective App Name 70Basic App Naming 73Get Creative 74Search for Synonyms 75Use Google to Help 75Select and Test Your App Names 76App Store Text: Lighten It Up 76Make Graphics Your Focal Point 78Make Your App's Icon Jump 79Build a Simple, Clean Product Website 81Who Is Your Audience? 81Developing Great Web Copy 82Make Your Content Usable 83Strive for Immediate Positive Reviews 836 Electronic Word of Mouth 87Positive External Reviews 90Coordinated Marketing Effort 92Generating Demand 93Reaching Interested Buyers 94Choosing the Right Delivery Methods 94Three Key Areas 95Direct Marketing for Your App 95Direct Mail 95Email 96Promoting Your App 98Your App in Traditional Media (Newspapers, Radio, TV) 98Advertising Your Apps 101Paid Search 103Online Advertising 105Building a Community 1057 Using Social Media in Your App Marketing 109Selecting Your Social Media Tools 112Using Facehook 113Your Facebook Marketing Objectives 113Using Twitter 115Using Blogs 117Using RSS 119Using LinkedIn 119Using YouTube 120Video Basics 1218 Timing Your Marketing Activities 123App Buying Cycles 124Is Your App Seasonal? 125Hitting the Grand Slam 126Timing the Launch of Your App 128Submitting Your App for Review 1299 Getting the Word Out About Your Apps 131When to Write a Press Release 132Do You Have What It Takes? 133Writing Your Press Release 135The Anatomy of a Press Release 136Developing the Body Copy 140Embedded Links 141Attaching Multimedia to Your Press Release 142Press Release Signature 143Publishing and Distributing Your Press Release 144When to Launch Your Press Release 14510 Pricing Your App 147Competing Against Free Apps 149Be Found 150Make Your App Better 150Make Your App More Intuitive 151Provide Better Graphics 151Create Documentation 151Offer Some Technical Support 151Develop a Reputation for Customer Service 152Go Viral 152Some Pricing Misconceptions 152Offer a Free Version of Your App 154Setting Your App's Price 15511 Conducting an App Pricing Analysis 161Cost/Benefit Analysis 162Quantifying App Development Costs 163Quantifying the Benefits 166Performing a Cost/Benefit Comparison 167Breakeven Analysis 168Some Caveats 17012 Selling Value over Price 171Selling Value 173Selling Quality 174Selling Usefulness 175Selling Return on Investment 175Additional Thoughts on Selling Value 17713 Breaking into the App Store Top 100 181Develop a Great App 182Beat Up Your App Mercilessly 183Have Friends in High Places 184Cross-Promote 185Price It Right 186Integrate Your App with Other Apps 186Optimize Your Web and App Store Copy 187Develop Your Brand and Promote It Like Crazy 188Reach Out to Apple 18914 Level the Playing Field with a Free App 191Build a Paid App—Standalone 193Build a Free App, Build a Following 194Build a Paid App and a Free App at the Same Time 195In-App Purchases 197Free Apps with Ads 198From Paid to Free 20015 The App Pricing Roller Coaster 203Raising Your Price 205Lowering Your Price 205Temporary Price Drops 208Value-Add Sales 20916 App Promotions and Cross-Selling 211Promotional Marketing for iPhone/iPad Apps 212Cross-Selling and Up-Selling 216Up-Selling 22017 Using iPhone/iPad Analytics 223Analytics Components 224Track Your App's Sales 224Track Your App's Location 224Track Your App's Usage 225Track Specific App Events 225Measure App Interface Patterns 226Top Analytics Vendors 226Flurry/Pinch Media 226Mobclix 228Analytics and Privacy 229Managing a User's Privacy Expectations 23018 Why Have a Marketing Plan? 233Top 10 Reasons Why You Should Have an App Marketing Plan 234Focuses Your Target Market 235Allocates Marketing Funds 235Measures Your Progress 236Provides a Roadmap for Growth 236Helps You Obtain Funding 237Coordinates Your App Launches 237Sets Realistic Sales Targets 238Evaluates Your Competitors 239Sets Prices and Defines Promotions 240Defines a Strong Value Proposition 24019 Components of an App Marketing Plan 241Marketing Goals and Objectives 243Product Objectives 243Your iPhone/iPad App Sales Objectives 243Profit Objectives 244Pricing Objectives 244Market Analysis 244Business Environment 245Demographics 245Competition 245Consumer Analysis 246Strengths, Weaknesses, Opportunities, and Threats Analysis 246Strengths 246Weaknesses 247Opportunities 247Threats 247Marketing Focus 247Your App's Functionality 248Promotions 248Price 248Financial Information 249Marketing Calendar 24920 Marketing Essentials 253Write About What's New and Exciting 254Striking a Balance 25421 25 Essential iPhone/iPad Marketing Activities 259Delivering Your iPhone/iPad App to the World 260Seek Reviews from Any Site That Matches Your App's Category 260Showcase Your App on the App Store 260Use Press Releases Consistently 261Market Through Email 261Use Word of Mouth 261Use Targeted Advertising 262Use Analytics for Your Apps 262iPhone/iPad Pricing and Promotions 262Develop a Pricing Strategy 262Promote from Ads Within Other Apps 263App Product Website 263Increase Your Website SEO 263Let Visitors Market Your Site 264Social Media Marketing 264Promote Through YouTube 264Promote Through LinkedIn 264Promote Through Blogs 265Create a Facebook Fan Page 265Create Digg Articles and Videos 265Visit Forums and Post Comments 266Other App Marketing Activities 266Create Trial and Paid App Versions 266Secure App Launch Sponsorships 266Continuously Improve Features 266Collaborate with Other People 267Seek Non-App Review Sites for Your App 267Exchange Ad Space 267Create an Icon Worth Remembering 268Determine Your App's Unique Value 26822 Implementing Your Plan 269Determine Goals for the Campaign—What Results Do You Hope to Achieve? 270Establish Measurement Criteria 271Gather Prospects to Target for Campaign 271Tracking Results—Measuring Marketing ROI 272Managing Your App Marketing Activities 27323 iPhone/iPad Apps for Corporate Marketing 275Is an iPhone/iPad App Right for Your Company? 276Build an App to Extend/Reignite the Brand 278Apps to Extend a Web-Based Product's Use 279NetSuite 282Fidelity Investments 282Woodforest Mobile Banking 283Chipotle 283Index 287
